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As the proliferation of online purchasing puts a global marketplace in everyone’s palm, how and why do select products emerge from the paralyzing pack of choices into the pantheon of “it” brands, whether for a fleeting moment or for generations? In today’s ultra-connected world, everyone has a voice. Consumers engage with brands on their own terms. Word of mouth drives their decisions. 94 percent of the time, a favorite brand will be recommended to family and friends but the challenge for brands today is to cut through the chatter of a zillion conversations.